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COLOSSAL PICTURES
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Communication Arts September I October 1986
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PANTHEON MODERN CLASSICS
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Communication Arts September I October 1986
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PECIAL PLACES
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Communication Arts September I October 1986
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The Sign of the Next Generation of Computers for Education. Steven Jobs needed a logo for Next, his new company dedicated to the development of computers for education. Not having a pictorial solution available, as he had for Apple, Jobs expected it would have to be some form of typographic treatment. "I didn't want something in current fashion that wouldn't last for ten years, or anything so simple or obscure that it would take millions of dollars to build recognition."
Never one to avoid a challenge, Steve placed a call to John Akers, IBM president and CEO. Akers was unavailable but he did speak with Paul Rizzo, vice chairman. "He was very gracious," Jobs said, "and called back the next day to say it was all right, if Rand's efforts were confined to creating an identity program."
Having seen and admired Paul Rand's new book, Jobs decided he wanted Rand. "His work from his earliest years still looks great." A contact with Rand brought disappointment. Paul would like to take on the problem, but it would conflict with his IBM relationship. Wouldn't they reconsider? Paul assured him that was most unlikely.
Note the difference that the lower case e makes when compa red with the c-.1.pital E. By means of contrast both interest and readability arc a<:hicved. ~l l1is is particularly noticcabk in the illus tration at the bottom. These simple, geometric leuers make it easier to exploit and manipulate possible visual ideas than do more complex serifcd leucrs.
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Communication Arts September I October 1986
Steve felt that the preliminary meetings were very successful as Rand explored the style and objectives of the new company. Then Paul stated that he did not intend to create a whole range of alternatives for their selection. Rather, he would concentrate on developing a single solution that he felt was right for them.
What should a logo for Next look like? Choosing a typeface as the: basis for the design of a logo is a convenient starting poinl. Here are two examples: Caslon and Bifur. Caslon is an alphabet designed as far back as 17 25 by William Caslon. It appears co be a good choice because it is both elegant and bookish. qualities well suited for educational purposes.
NEXT
One reason for looking at a numberofpossi~e t~pcfaccs is tosatisf~ one's curiosity. Another. and perhaps more meaningful one, is ro stud) the relationship of different lener combinations, to look for visual analogies. and to try to elicit ideas that the design of a letter or group of letters might inspire. Here are some further choices, but no maner heM one may look at these different cxam~es: sans serifs. hairline and slab serifs. condensed , expanded, bokt, light. ou tline ... they still say ntxl .. . like ntxl tim~. ~Ani's ne:(f?. ntxl in lin~. or C\'en nal oflm. The word is in such common usage that it is simply taken for granted. Personal preferences. prejudices. and stereotypes often dictate what a togo looks like. but it is n~~ds, not wants, id~ns. not type styles which determine what its form should be. 'TO dcfamiliarize it, to make it look different, to let it evoke more than the mere adjecti\'c or adverb it happens to be is, it seems. the nub of the problem.
Bifur, a novelty face by A. M. Cassandrc, was designed as recently as 1919. An unconventional but ingenious design . it has the advantage, to some, of visua lly implying advanced technology. (AIIribt~ting rutni11 magjml qunlitits to pnrlirular I.YfJI'filrf'S ir,ltoo:twr.lmgrly a subjwtiw mnlltr.)
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NEXT N8XT
Ideally, a logo should explain or suggest the business it symbolizes, but thls ls ratdy possible or c.ocn necessary.There is nothing about the IBM symbol, for example. that suggests computers, except what the viewer reads into it. Stripes are now associated with computers because the initials of a great computer company happen to be striped. This is equally true of the ABC symbol which does not suggest lV. The rnnemooie factorS in both logos arc graphic devices: stripes and circles. In this example thee is the mnemonic factor.